COLUMBUS — Mississippi University for Women kicked off the early stages of its new branding campaign this week with the first of a series of interactive discussions.

The Commercial Dispatch reports six sessions are planned this month with small groups of stakeholders, around 25 per session.

The sessions are being managed by idgroup USA, a Pensacola, Fla.-based consulting firm that specializes in identity and branding for colleges.

The four-hour meetings focus on public perception of the university, mottos, logos, mascots the university seal and other elements used in marketing and recruitment.

Since his arrival nine months ago, university president Jim Borsig has touted student recruitment, retention and graduation as his top priorities.

Part of that goal includes streamlining the university’s brand identity, making certain it presents a consistent and comprehensive image that is in line with what stakeholders envision for the future.

Borsig said he believes the dialogue sessions are an important way to hear all voices as the next chapter unfolds for the university.

“I have been encouraged by the level of excellence, commitment and collegiality I’ve found at the W in my nine months here, and I have great optimism that this institution has an opportunity to step onto a bigger stage,” Borsig said.

Once the dialogue sessions have concluded and feedback has been compiled, a campus team will work closely with idgroup USA to develop strategies for a focused branding campaign.

Borsig’s alma mater, the University of Southern Mississippi, employed idgroup USA for its re-branding. The company’s senior creative director, Gail Spruill Shaw, is a graduate of Mississippi University for Women.

“We want to tell the MUW story to the world,” Borsig said. “This process will give us an opportunity to write that story together.”